Ratchford joins town board

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VAIL, Colorado - Vail Mountain's new director of sales and marketing, Davy Ratchford, moved to Vail less than two weeks ago and can now add the Vail Local Marketing District Advisory Council to his resume.

The Vail Town Council appointed Ratchford as the Vail Resorts representative to the advisory council Tuesday night. As a former member of the North Lake Tahoe Resort Association, Ratchford worked for the greater growth of that region and said he is prepared to do the same for Vail.

The council interviewed him during its daytime work session and stressed the importance not only of Ratchford's official position with Vail Resorts, but also as a member of the community, including the advisory council.

Mayor Andy Daly told him the community takes an equal amount of pride in the Vail brand. He said the town is looking forward to Ratchford's marketing leadership.

Ratchford replaces former Vail Mountain marketing director Adam Sutner, who now serves as a marketing consultant to the town of Vail's Commission on Special Events. The Vail Mountain position had been vacant since late July until Vail Resorts announced Ratchford's new role in mid-January.

Ratchford spent just under two years at Northstar-at-Tahoe, also a Vail Resorts-owned ski resort, as director of marketing.

He began transitioning into his new role in mid-January and already has the Vail Mountain marketing speak perfected:

"I'm honored and humbled to be at the best ski resort in North America," Ratchford said.

Perhaps more important for the town council was Ratchford's remarks about the town of Vail.

"I'm excited to be here and put roots down in the community," he said. "... I understand this is a unique situation where the brand is everything for everybody. One of the big reasons I'm here is I tend to play well with others."